5
Components in the finished document
Content Strategy
What the site should publish, in what order, to own the topics its business depends on.
Where This Sits
1
Measured directly, not asserted
3
Pieces that carry my judgment
This is a Direction deliverable, which means it turns findings into a sequence. It is the unit of scope: it can be commissioned on its own, priced on its own, and accepted on its own, whether or not anything else is bought alongside it.
It is not a package and not a retainer. It is one document with 5 components, and the list below is the whole of it.
What Is Inside It
Every component is listed with the one sentence that says what it is. They are grouped by how each one is produced, because the difference between a number a tool gave me and a number I decided matters more than most reports admit.
Measured
Pulled straight from tools and logs. No interpretation, so you can re-run any of it yourself and get the same numbers.
- Content gap table
- Topics competitors cover and the site does not, sized by demand.
Computed
Built by combining the measurements above. Every figure states the inputs it came from.
- Topic cluster plan
- How topics group into pillars and supporting pages, and how those pages link.
Judged
My reading of the evidence. This is the part you are actually paying for, and the part you are entitled to argue with.
- Editorial calendar
- What gets published or refreshed, when, by whom, and against which target query.
- Keyword to URL map
- Every target query assigned to the single page meant to answer it.
- Expected impact range
- A low, likely and high outcome for each initiative, with the assumptions behind each.